“Companies Need to Unify Multiple Channels of Engagement and Ensure Consistent Messaging and Content Delivery in a Challenged and Consolidating Market, Says CMO Council Study.” Now that WSJ headline is a Thought Leader’s wet dream. A new study out shows that while some brands like Home Depot may do well putting out a consistent brand message, others are blowing it when it comes to providing good customer experiences.
“Ominously, consumers have stated that a single negative experience with a brand can alter the decision to do business with a company.”
Which echoes what I said previously in my ongoing customer service rant. Too many campaigns end at the viral.
It’s great TV makes me feel a certain way about a brand. It’s great the microsite let's me see other people talk about their experiences. Maybe an amazing rich media ad takes me to a special discount page. SEO made sure the appliance I was looking for popped up on the first Google results page. Sweet. Everything did what it was supposed to.
Problem is, whether you order directly online or go into a store, you’re not done.
Will a viral take care of the cashiers who don’t care? Will paid search help with the products that are out of stock? Will the shiny happy TV spot do anything about the self-serve scanner that can’t scan a simple can?
It ALL has to work together: Microsites. PR. Guerilla. Blogs. Search. In-store displays. Whatever it may be. All your keywords are belong to us because none of those things means much if I walk into the store and leave angry.
Brands now have so many media channels with which to get their message out, true. But how many times have you seen PR, advertising, the media agency and the SEO people all work against each other rather than towards the brand’s ultimate goal with this mindset: “Hey, customer had a bad experience? Not our problem.”
Wanna bet?
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